Getting smart in the smartphone market: Nokia undergoes an internal revolution

This article describes research using existing assets by Nokia, the mobile phone company, which sought to understand the brand's barriers to conversion in the smartphone market.

Getting smart in the smartphone market: Nokia undergoes an internal revolution

Incite Marketing Planning

Summary

Smartphone manufacturer Nokia holds a vast array of existing data assets – from shopper journey research to a solutions experience tracker. But missing from this was clear, actionable direction on how to improve performance in the smartphone market.

We interrogated the client to establish one governing question: 'What are the key barriers to conversion for Nokia in the smartphone market?' This framed how Incite approached the client problem, and rather than commissioning fresh primary research, we recommended synthesising existing assets to provide the necessary insight....

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